Ahead of his presentation at the Arenas Operators and Developers World Summit, Marko Hurme, CEO of Nokia Arena, shares how smart technology is enhancing everything from customer journeys and food and beverage operations to security, sustainability, and back-of-house efficiency, offering valuable insights for operators navigating the future of modern, multi-use venues.

What does “smart tech” mean in the context of Nokia Arena, and why is it becoming so central to modern venues?

“At Nokia Arena, smart technology means using data-driven and connected solutions to optimise arena operations, improve cost efficiency, and deliver highly focused customer service and experiences. One strong example is our restaurant concept. We operate four restaurants whose menus dynamically change based on customer demographics and event profiles. This allows us to better match supply with demand and enhance the overall guest experience.

“In sports events, we combine data with camera systems and real-time animations to create connected, reactive experiences that deepen fan engagement during the event itself. From an operational perspective, employees, event organisers, and partners use smartphones and smartwatches as secure digital keys to access different areas of the venue. This improves security, flexibility, and operational speed while reducing friction in daily workflows."

How do you ensure all ecosystem partners are aligned, especially when implementing new digital tools that span the entire customer journey?

“We focus on controlling and governing the technology in areas where we have made direct investments. Our strategy has been to invest especially in solutions that support event organisers and enable efficient conversions between different event types – areas where we can clearly define and lead the operational model.

“We have also set very high standards for both the availability and the use of technology across the ecosystem. In addition, we actively seek partnerships with the most advanced technology providers, such as Nokia, LG, and Abloy. As an example, Nokia Arena operates with what is currently the fastest 5G network in the world. Together, these elements form a coherent technological foundation that enhances both the event experience and the overall business value of event production.”

How is Nokia Arena using digitalisation to support your sustainability ambitions?

“Digitalisation plays a key role in our sustainability strategy. All signage within the arena is fully digital. All event tickets are digital, and most event tickets include access to public transportation. In addition, we use only renewable energy sources. These measures significantly reduce paper use, streamline logistics, and encourage more sustainable mobility choices for our visitors.”

From your perspective as CEO, what are the biggest challenges arenas face when adopting smart technologies?

“One of the biggest challenges is ensuring the same level of dedication, operational ambition, and quality targets across the entire ecosystem – not just within the arena organisation itself. Another challenge is developing a modern operational model supported by smart technology that truly matches the holistic arena experience. This requires close integration with operational partners and alignment on both strategic and practical levels.

“Technology choices directly affect the workforce structures of the various operators working within the arena. As a result, the timing of technology investments must be aligned with partners’ strategic planning and long-term development. For these reasons, one of the major challenges is identifying the right shared development timeline across such a complex, multi-stakeholder ecosystem. At Nokia Arena, we address this by embedding these expectations into contractual frameworks as well as into everyday operational practices, ensuring that technology, processes, and people evolve together.”

As fan expectations evolve, what trends do you see shaping the future of live event experiences, and how is Nokia Arena preparing for what’s coming next?

“Already emerging trends include increased efficiency in purchasing and transactions, for example using Aifi or Just Walk Out technologies. Seamless and secure venue entry is another trend, with solutions such as Evolv, Xtract One, and facial recognition being implemented. We are also seeing greater use of AI in communication, decision support, and operational planning.

“Looking to the future, possibilities include premium digital services such as enhanced video access, network upgrades, and XR experiences. We also expect extensive use and integration of data – text, images, and video – through AI to improve operations and enhance the customer experience across the entire service journey. One example is personalised and context-sensitive advertising.”

What can attendees expect to take away from your presentation at the Arenas Operators and Developers World Summit in Birmingham next February?

“Attendees can expect several key takeaways. Advanced technology can significantly improve arena operations and business performance, but only with a clear roadmap that considers how investments and operations evolve over a three to 10-year horizon. It is essential to invest early in a strong technological backbone, including fibre optics, LAN infrastructure, Wi-Fi, and 5G.

“Technology evolves rapidly and innovation cycles are short. Preparing an organisation for new operational models requires a mindset shift and a strong willingness to change across all employees. It is equally important to critically assess initiatives and have the courage to discontinue projects when they no longer create sufficient value.”

The Arenas Operators and Developers World Summit will be hosted at the NEC in Birmingham, UK, from 10-11 February 2026. Book your delegate pass today by clicking here.